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Seminar paper from the year 2014 in the subject Economics - Innovation economics, grade: 1,3, Friedrich-Alexander University Erlangen-Nuremberg, language: English, abstract: Environments for innovation are developing and changing faster than ever. In a globalized world of business, the right form of communication for the respective innovation might attract the interest of management. Generally, communication of innovation is about "commercializing innovations successfully". This especially takes place in 'customer's heads' when customers come to recognize an innovation as a real innovation and it is far more than just presenting a new product or service. It seems to be important to strategically plan communication inside and outside of the company's boundary.The goal of this paper is to strategically define the message which is supposed to be delivered by the sound (sound for JOSEPHS® Nuremberg) and to determine the respective criteria for the sound being created. After theoretical definitions and this strategically preparatory work, there will be notes about the sound creation phase and a short conclusion.